ITV’s commercial boss Simon Daglish has warned big brands that want to become programme makers that “90 per cent of advertiser made content is crap”.

Daglish told the Ad Week Europe conference in London that most consumers “don’t give a stuff” about brands. “Most people do not want a one-to-one relationship with a brand,” he added.

He said ITV had experimented with advertiser-funded programmes but said it had not worked because it interfered too much in the relationship between the broadcaster and viewer.

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